You’ve finally figured out what attribution model is best for your organization. From here, you’ll most likely have to overcome some additional hurdles. Here are the most common things to consider in executing an attribution strategy.

1. Meet your users where they are

Despite recent entrants like Amazon and Pinterest shaking up the ad tech market, Facebook and Google have gobbled up almost 75% of online traffic. Be sure your model works across channels and devices and takes an independent view of attribution credit.

2. Break down team silos

Marketing teams continue to operate independently, missing out on the insights that a combined search and social strategy provides. Avoid the pitfall of channel blindness, and instead, harmonize your teams’ budgets and objectives across channels.

3. Know that Facebook and Google are full-funnel

It’s no longer the case that Facebook owns top of funnel and Google dominates the lower funnel—the reality is they both offer excellent coverage across the entire customer journey.

4. Think horizontally

Align around the customer and think about what you’re trying to accomplish rather than chasing single-channel success. For example, what products are you using to build awareness versus conversion?